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Chapter 1
Marketing: Managing Profitable Customer Relationships
Multiple-Choice
1. Central to any definition of marketing is _____.
a. demand management
b transactions
c.customer relationships
d. making a sale
Answer: (c) Difficulty (1) Page: 6
2. All of the following are accurate descriptions of modern marketing today,
except which one?
a. Marketing is creation of value for customers.
b. Marketing is customer satisfaction at a profit.
c. Selling and advertising are synonymous(同义的) with marketing.
d. Marketing involves building and managing profitable customer
relationships.
Answer: (c) Difficulty: (1) Page: 6
3*. According to Jeff Bezos, CEO of https://www.360docs.net/doc/6115196477.html,, a crucial dimension of an outstanding marketing company is_____.
a. to create genuine value for customers
b. a relentless（无情的） pursuit （追求）of customer needs
c. to build on customer relationships and profits will follow
d. all of the above are correct
Answer: (d) Difficulty: (2) Page: 4
4. ___Marketing__ is defined as a social and managerial process by which individuals and groups obtain what they need and want through value creation.
a, Selling
b Advertising
c. Barter
d. None of the above are correct
Answer: (d) Difficulty: (3) Page: 6
5. Society and culture shape the basic form of human needs called _____.
a. needs
b. wants
c. demands
d. value
Answer: (b) Difficulty: (2) Page: 7
6. When backed by buying power, wants become _____.
a. social needs
b. demands
c. physical needs
d. self-esteem needs
Answer: (b) Difficulty (1) Page: 7
7. The fundamental reason America‘s most admired firms, including Wal-Mart, Proctor & Gamble and Disney, conduct extensive research is to _____.
a.maximize profits
b. increase market share
c. increase sales
d.understand customer‘s needs, wants and demands
Answer: (d) Difficulty: (2) Page: 7
8. _____ refers to sellers being preoccupied with their own products and losing
sight of underlying consumer needs.
a. Selling myopia
b.Marketing
c. Selling
d. Marketing myopia(营销近视症)
Answer: (d) Difficulty (2) Page: 13
9. American brand icons, including Harley Davidson, Coca-Cola and Nike, create deep brand(品牌体验) meanings for consumers and do not suffer from _____.
a. short-term losses
b. long-term losses
c. competitive threats
d. marketing myopia
Answer: (d) Difficulty (2) Page: 13
10._____ are key building blocks for developing and managing customer
relationships. （顾客价值和顾客满意是发展和管理顾客关系的关键基石）
a. Consumer expectations and customer satisfaction
b. Customer choices and product offers
c. Product performance and customer value
d. Customer value and customer satisfaction
Answer: (d) Difficulty: (3) Page: 11
11. The response to the well-known Wal-Mart cheer which always ends with the
closing question, ―Who‘s number 1?‖ is_____.
a. low prices, always low prices
b. Wal-Mart, Always!
c. Exxon Mobil
d. the customer, always!
Answer: (d) Difficulty: (3) Page: 6
https://www.360docs.net/doc/6115196477.html,‘s primary obsession（观念） is to deliver a special _____ to every
customer.
a. assortment of products
b. book store
c. experience
d. set of recommendations
Answer: (c) Difficulty: (2) Page: 4
13. All of the following phrases reflect the marketing concept, except which one?
a.We don‘t have a Marketing Department, we have a Customer Department.
b. We make it happen for you.
c. We stay close to customers.
d.Putting profits ahead of customer needs is critical （决定性的）to the
health of the firm.
Answer: (d) Difficulty: (1) Page: 13
14.*应该不会考的All of the phrases below are examples of transactions（交易）, except which one?
a. John purchases a television set from Sears for $350.
b. Sally votes for her local senator who promises to cut property taxes.
c. Peter donates his old car to the American Lung Association for a tax
deduction.
d.Walter fails to send his membership renewal dues in time to the American
Marketing Association.
Answer: (d) Difficulty: (1) Page: 8
15. An example of a(n) _____ is when a customer pays Circuit City $250 and
receives a television set in return.
a. exchange
b. transaction
c. market
d. segment
Answer: (b) Difficulty: (1) Page: 8
16.______ is the set of actual and potential buyers of a product.（市场是产品实际和潜在购买者的集合）
a. A market
b. An audience
c. A group
d. A segment
Answer: (a) Difficulty: (2) Page: 10
17. According to the famed father of Direct Marketing, Lester Wunderman, which of
the following phrases reflects the marketing concept?
a. The supplier is king.
b. Marketing should be viewed as hunting and not gardening.
c.This is what I make, won‘t you please buy it?
d.This is what I want, won‘t you please make it?（重要的是我需求什么而
不是你是做什么的。）
Answer: (d) Difficulty (3) Page: 13
18. Activities such as product development, research, promotion, pricing and
distribution are core _____.
a. business activities
b. marketing activities
c. exchange relationship activities
d. consumer activities
Answer: (b) Difficulty (3) Page: 13
19. According to the American Customer Satisfaction Index, for each of the last two
years, ______ has been rated the highest ever in customer satisfaction for an
online service company.
a. Ebay
b. Wal-Mart
c. Nike
https://www.360docs.net/doc/6115196477.html,（亚马逊）
Answer: (d) Difficulty (3) Page: 3
20*. Ask Jason Klar, vice president of https://www.360docs.net/doc/6115196477.html, and you will be intrigued by what he calls the _____ that makes the https://www.360docs.net/doc/6115196477.html, experience really special for visitors.
a.―good value‖ factor
b.―convenience‖ factor
c.―clicks and mortar‖ factor
d.―discovery‖ factor
Answer: (d) Difficulty (2) Page: 5
21.The art and science of choosing target markets and building profitable relationships with them is called _____.
a.marketing management
b. positioning
c. segmentation
d. selling
Answer: (a) Difficulty (2) Page: 11
22. _____ is the set of benefits a company promises to deliver its consumers to
satisfy their needs.
a. Money-back guarantee
b. Low prices
c. Good customer service
d. Value proposition（价值陈述）
Answer: (d) Difficulty (2) Page: 12
23.All of the following phrases reflect a firm‘s value proposition, except which one?
a. Altoids is positioned as ―the curiously strong mint.‖
b. Porsche promises driving performance and excitement.
c. Cheer laundry detergent promises powerful cleaning at all temperatures.
d. All of the above are correct.
Answer: (d) Difficulty: (2) Page: 12
24. The _____ is a useful philosophy in situations when the product‘s cost is too high
and marketers look for ways to bring it down.(人们偏好随处可见且价格低廉的产品)
a. selling concept
b. product concept
c. production concept
d. marketing concept
Answer: (c) Difficulty (3) Page: 12
25. Henry Ford‘s philosophy was to perfect the Model T so that its cost could be
reduced further for increased consumer affordability. This reflects the _____.
a. product concept
b. marketing concept
c. selling concept
d. production concept
Answer: (d) Difficulty: (2) Page: 12
26. In large metro areas such as New York, to avoid traffic gridlock in Manhattan,
_____ is undertaken to encourage commuters to carpool and use mass transit.
a. target marketing
b. market segmentation
c. demarketing(逆营销)
d. marketing
Answer: (c) Difficulty: (3) Page: 12
27. Selecting which segments to serve is called _____.
a. market segmentation
b. positioning
c. customization
d. target marketing
Answer: (d) Difficulty: (2) Page: 11
28. When Wal-Mart profitably targets buyers who value savings, it is an example of
_____.
a. convenience
b. value pricing
c. market segmentation
d.target marketing
Answer: (d) Difficulty: (1) Page: 11
29. All the phrases given below reflect the definition of target marketing, except
which one?
a. Disney targets persons in all stages of the life cycle.
b. Porsche profitably targets affluent professionals.
c. Dollar stores profitably target families with modest means.
d. The Book of the Month club customizes of fers based on a member‘s
previous selections.
Answer: (a) Difficulty: (2) Page: 11
30. Build a better mousetrap and the world will beat a path to your door reflects the
_____.
a.production concept
b. marketing concept
c. selling concept
d.product concept
Answer: (d) Difficulty: (3) Page: 13
31. Which operating philosophy is practiced by the American Red Cross to solicit
blood donations?
a. the marketing concept
b. the product concept
c. the production concept
d. the selling concept
Answer: (d) Difficulty: (3) Page: 13
32.Firms follow the _____ when they face overcapacity.
a. product concept
b. selling concept
c. production concept
d. marketing concept
Answer: (b) Difficulty: (3) Page: 13
33. As the automobile industry matures and competition continues to intensify,
marketers face stiff competition. Regal International Cars expects its salespeople
to reach their sales quotas using aggressive means. Sales of optional package
features that customers are unaware of are tolerated and expected. Regal
International Cars is being operated as if it is at the _____ era of the evolutionary
process.
a. sales
b. product
c. production
d. marketing
Answer: (a) Difficulty: (2) Page: 13
34. Most firms follow the _____ philosophy, which holds that consumers
will not buy enough of the firm‘s products unless it undertakes a large-scale
selling and promotion effort.
a. product-orientation
b. production-orientation
c. marketing orientation
d. selling orientation
Answer: (d) Difficulty: (2) Page: 13
35. Railroads were once operated thinking that users wanted trains rather than
transportation, overlooking the challenge of other modes of transportation. This
reflects the _____.
a. product concept
b. production concept
c. selling concept
d. marketing concept
Answer: (a) Difficulty: (2) Page: 13
36. According to the authors of your text, _____ is viewed not as ―hunting‖, but
as ―gardening.‖ That is, a firm has to find the right products for its customers.
a. selling
b. production
c. marketing
d. retailing
Answer: (c) Difficulty: (2) Page: 13
37. The _____ starts with the factory, focusing upon the company‘s existing
products; it calls for heavy selling and promotion to obtain profitable sales.
a. marketing concept
b. production concept
c. product concept
d. selling concept
Answer: (d) Difficulty: (2) Page: 14
38. According to the authors of your text, fast-food restaurants offer tasty and
convenient food at affordable prices; they contribute to a national obesity epidemic which harms consumer health and causes environmental problems in the long run. This statement reflects that they often overlook the_____ business philosophy.
a. marketing concept
b. product concept
c. production concept
d. societal marketing concept
Answer: (d) Difficulty: (2) Page: 14
39. The set of marketing tools a firm uses to implement its marketing strategy is
called the _____.
a. promotion mix
b. product mix
c. marketing mix
d. TQM
Answer: (c) Difficulty: (2) Page: 15
40. _____ is defined as the customer‘s evaluation of the difference between all the
benefits and all the costs of a marketing offer relative to those of competing offers.
a. Customer-relationship management
b. Customer satisfaction
c. TQM
d. Customer-perceived value
Answer: (d) Difficulty: (1) Page: 16
41. Building, keeping, and growing profitable value-laden relationships with all
stakeholders of a company is called _____.
a. customer lifetime value
b. customer-perceived value
c. customer relationship marketing
d. database marketing
Answer: (c) Difficulty: (1) Page: 16
42. Delivering superior customer value and customer satisfaction are the two keys to
building lasting _____.
a. customer satisfaction
b. customer databases
c. market share
d. customer relationships
Answer: (d) Difficulty: (2) Page: 16
43. All of the phrases below reflect the definition of customer-perceived value,
except which one?
a. Alex brought home his Lexus for $45,000; he luxuriated in the handling
and smell of the leather interior.
b. FedEx offers reliable package delivery at a reasonable price.
c. The benefits of undergraduate tuition at state schools are judged to be
reasonable and fair in comparison to competing private schools.
d. All of the above are correct.
Answer: (d) Difficulty: (2) Page: 16
44. FedEx offers its customers fast and reliable package delivery. When FedEx
customers weigh these aforementioned benefits against the monetary and psychic costs of using the service, they are acting upon _____.
a. loyalty
b. relationship marketing
c. perceived customer value
d. social relationships
Answer: (c) Difficulty: (3) Page: 16
45. The overnight (next-day air) package shipping industry is crowded with
marketing/logistics companies like FedEx, DHL, Airborne, U.S. Postal Service and UPS. According to the authors of your text, FedEx has a 46 percent share of the next-day air shipping business compared to the Postal Service‘s 6 percent share. According to your authors, all of the following are statements customers
often use to judge product/service values objectively, except which one?
a. FedEx is a large shipper judging by its market share.
b. FedEx customers receive fast and reliable package delivery.
c. Few FedEx customers may perceive some status with its use.
d.U.S. Postal Service offers a comparable service to FedEx, at much lower
prices.
Answer: (d) Difficulty: (3) Page: 17
46. Marketers must continue to generate more _____, but not ―give away the
house.‖
a. profits
b. customer value and satisfaction
c. market share
d. revenues
Answer: (b) Difficulty: (3) Page: 17
47. All of the following are examples of relationship-marketing programs, except
which one?
a. Harley Davidson sponsors the Harley Owners Group, giving riders an
organized way to share their passion and show their pride.
b. P&G customer teams work closely with Wal-Mart.
c. Boeing partners with American Airlines in designing airplanes.
d.Universities tell all incoming freshman to join student clubs.
Answer: (d) Difficulty: (2) Page: 20
48. Airlines offer frequent flier marketing programs to build value and satisfaction
into the customer relationship. Using this approach, airlines add ______ to the customer relationship.
a. social benefits
b. structural benefits
c. financial benefits
d. excitement
Answer: (c) Difficulty: (3) Page: 20
49. Proctor and Gamble builds basic customer relationships with members of the
target market using all the following approaches, except which one?
a. P&G practices brand-building advertising.
b. P&G makes personal phone calls to each and every customer.
c. P&G offers sales promotions to customers and middlemen alike.
d. Using the 1-800 customer response number, P&G interacts with customers.
Answer: (b) Difficulty: (2) Page: 17
50. The Swiss watchmaker, Swatch, uses its club‘s website as an ultimate meeting
place to market memorabilia to enthusiasts. Swatch also caters to collectors
and publishes a magazine to disseminate news about watch lovers. Using this
approach, Swatch adds _____ to the customer relationship.
a. self-esteem
b. financial benefits
c. structural benefits
d. social benefits
Answer: (d) Difficulty: (3) Page: 19
51.McKesson Corp., a leading pharmaceutical wholesaler, supplies customers with
computer linkages to help them manage their orders, payroll, or inventory.
Building customer relationships using this approach adds _____.
a. financial benefits
b. social benefits
c. partnership ties
d.structural ties
Answer: (d) Difficulty: (3) Page: 20
52. Many banks are leading the way in using customer profitability analysis to weed
out losing customers and target winning ones for pampering. This is called _____.
a. customer-relationship management
b. positioning
c. database marketing
d.selective-relationship management
Answer: (d) Difficulty: (3) Page: 21
53. The new view of marketing is to acquire, retain, and grow profitable customers. In
years past, companies did not have to worry about losing dissatisfied customers;
an endless supply of new customers kept replacing them. This so-called _____ approach to marketing, whereby companies took their customers for granted is a thing of the past.
a. customer-centric
b. product-centric
c. modern marketing
d. leaky bucket（有漏洞的桶）
Answer: (d) Difficulty: (2) Page: 21
54. One of the major challenges facing companies today is to keep the customers they
already have since there are fewer customers to go around. Changing demographics, sophisticated competitors, and overcapacity in many industries are some of the reasons for this. As a result, _____.
a. the costs of attracting new customers are declining
b. the costs of maintaining existing customers are rising
c.the costs of attracting new customers are rising
d. giving incentives to existing customers all the time is good
Answer: (c) Difficulty: (2) Page 22
55. According to the authors of your text, some marketers have hailed _____ as the
―marketing model of the 21st century and beyond.‖
a. long-term marketing
b. short-term marketing
c. targeted marketing
d. direct marketing
Answer: (d) Difficulty: (2) Page 22
56. Through _____, many companies today are strengthening their connections
to partners all along the channel, from raw materials to components to final products that are carried to final buyers.
a.supply-chain management
b. direct marketing
c. partnership-relationship marketing
d. customized marketing
Answer: (a) Difficulty: (1) Page: 22
57.Pooling resources(集中资源) with other firms in order to succeed beyond managing the supply chain illustrates the _____ partnership.
a. management-contracting
b. licensing
c. supply-chain management
d. strategic alliance（战略联盟）
Answer: (d) Difficulty: (3) Page: 23
58. Walt Disney Company and Pixar Pictures have pooled resources to create a new
organizational form called _____ .
a. supply-chain management
b. licensing
c. management contracting
d. strategic-alliance partnership
Answer: (d) Difficulty: (3) Page: 23
59. Stew Leonard, owner/operator of supermarkets, reacts adversely to losing a single
customer sale. He feels this amounts to l osing the entire stream of future purchases that a customer is likely to make if he/she remains in the area. This is an illustration of _____.
a. share of customer
b. market share
c. profitability
d. customer-lifetime value
Answer: (d) Difficulty: (3) Page: 23
60. https://www.360docs.net/doc/6115196477.html, leverages relationships with its 35 million customers by offering
them music, videos, gifts, toys, consumer electronics, office products, among other product items. Based on previous purchase history, the company recommends related CDs, books or videos that might be of interest. This helps https://www.360docs.net/doc/6115196477.html, capture a greater _____.
a. market share
b. customer-lifetime value
c. share of customer（顾客份额）顾客购买的同类产品中本公司产品所
占的比例
d. profitability
Answer: (c) Difficulty (3) Page: 24
61. _____ is the total combined customer lifetime values of all the compa ny‘s
customers.（公司所拥有所有顾客终身价值之和）
a. Share of customer
b. Customer-lifetime value
c. Customer equity（顾客资产）
d. Profitability
Answer: (c) Difficulty: (3) Page: 24
62. Current sales and market share reflect a firm‘s past performance while _____
reflects the future.（销售额和市场份额反映过去，而顾客资产预示未来）
a. customer-lifetime value
b. share of customer
c. profitability
d. customer equity
Answer: (d) Difficulty: (2) Page: 24
63. Banks classify customers into one of four relationship groups, according to their
potential profitability and projected loyalty. JPMorgan Chase bank wishes to
examine its database and identify customers who are profitable but not loyal.
According to the authors of the text, it plans to use promotional blitzes to attract the group called _____.
a. Barnacles（床底的贝壳）
b. True Friends
c. Strangers
d. Butterflies
Answer: (d) Difficulty: (3) Page: 25
64. The ultimate aim of customer-relationship management is to produce _____.（顾客关系管理的终极目标是建立顾客资产）
a. customer equity
b. market share
c. sales volume
d. a reliable database
Answer: (a) Difficulty: (2) Page: 24
65. All of the following phrases best describe the impact of technology upon the everyday lives of customers and marketers alike, except which one?
a.We are all connected to each other via live satellite broadcast and the
Internet.
b.Just-in-time production and marketing has yet to bring value to customers
and marketing partners alike.
c.Technology is helping companies to distribute products more efficiently
and effectively.
d.Videoconferencing has transformed the communication landscape of today.
Answer: (b) Difficulty (1) Page: 27
66. Which of the following statements about how the Internet is impacting lives everywhere is most accurate?
https://www.360docs.net/doc/6115196477.html,panies are cautiously using the Internet to build closer relationships
with customers and marketing partners alike.
b. The Internet is still in its infancy with few consumers buying
products/services online.
c. The Internet allows anytime, anywhere connections to information,
entertainment, and communication.（它让人们在任何时间任何地点获得
信息、参与娱乐和交流）
d. If consumer e-commerce looks promising, business-to-business e-
commerce is just plain declining.
Answer: (c) Difficulty (1) Page: 27
67. The rapid pace of _____ has allowed companies to greatly expand their
geographical market coverage, purchasing, and manufacturing.
a. technology
b. change
c. travel
d. globalization
Answer: (d) Difficulty (2) Page: 28
68.Perhaps the most dramatic new technology in today‘s ―new economy‖ is
_____.
a. Microsoft Windows XP
b AOL
c. the Internet
d. all of the above
Answer: (c) Difficulty: (1) Page: 27
69. Bill Blass, famed fashion designer, chooses cloth woven from Australian
wool with designs printed in Italy and manufactured in China. He uses the
services of an agent in Hong Kong for consumption in New York and other
domestic markets. When companies buy supplies and components
from markets situated all over the world, it is called _____.
a. global marketing
b. domestic marketing
c. strategic alliances
d. global sourcing
Answer: (d) Difficulty (3) Page: 28
70. Ben & Jerry‘s, challenges all stakeholders, including employees, top
management and even ice cream scoopers in their stores to include concern for
individual and community welfare in their day-to-day decisions. Actions by
companies to do well by doing good reflects _____.
a. ethics
b. social responsibility
c. profit-marketing
d. marketing
Answer: (b) Difficulty (2) Page: 30
71. When a church targets different demographic groups to increase attendance, it
is an example of _____.
a. for-profit marketing
b.not-for-profit marketing（非盈利营销）
c. mindless marketing
d. ethics in marketing
Answer: (b) Difficulty (2) Page: 31
72. Today, marketers all over the world are taking advantage of new opportunities
for building _____ with their stakeholders.
a. relationships
b. joint ventures
c. consortia
d. profits
Answer: (a) Difficulty: (2) Page: 16
73. The goal of customer-relationship management is to produce _____.
a. revenues
b. profits
c. customer equity
d. a database of customers
Answer: (c) Difficulty: (2) Page: 24
74. A few years back when asked when https://www.360docs.net/doc/6115196477.html, would start focusing upon
profits, CEO Jeff Bezos replied, _____.
a. it is time we put profits ahead of growth.
b. the goal of a firm is to make money first.
c. if you offer customers low prices, they will make you money.
d. if you focus upon what customers want and build a relationship, they will
make you money.
Answer: (d) Difficulty: (2) Page 4
75*. https://www.360docs.net/doc/6115196477.html, now partners with other retailers such as Toys ?R‘ Us, Circuit City and Borders to help them _____.
a. handle purchasing and inventory control
b. improve their profitability picture
c. run their web interfaces—maintain website, manage customer service,
etc.
d. understand the rudiments of retailing
Answer: (c) Difficulty: (2) Page: 5
76. To create customer value and build strong customer relationships, marketers
know they cannot go it alone. Hence, in order to succeed in the long run, they practice _____.
a. partner-relationship management
b. database marketing
c. designing attractive websites
d. all of the above are correct
Answer: (a) Difficulty: (3) Page: 22
77. The success of a firm hinges upon the performance of the entire _____.
a. marketing de partment‘s effort
b.supply chain
c.product mix offerings
https://www.360docs.net/doc/6115196477.html,anizational structure
Answer: (b) Difficulty: (2) Page: 22
78. The authors of your text classify customers into one of four relationship groups,
according to their profitability and projected loyalty. _____ characterize the group with the highest profit potential and strong loyalty.
a. Barnacles
b. Strangers
c. Butterflies
d. True Believers
Answer: (d) Difficulty: (1) Page: 25
79. _____ is the act of obtaining a desired object from someone by offering
something in return.
a. Transaction
b. Exchange
c. Bribe
d. Value
Answer: (b) Difficulty: (1) Page: 8
80. While an exchange is the core concept of marketing, a _____ is
marketing‘s unit of measurement:
a. transaction(交易)
b. relationship
c. dollar
d. database
Answer: (a) Difficulty: (1) Page: 8
81. In the case of excess demand, _____ may be required to reduce the number of
customers or to shift demand temporarily or permanently.
a. marketing
b. demarketing
c. value marketing
d. all of the above
Answer: (b) Difficulty: (1) Page: 12
82. The _____ concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfaction better than competitors do.
a. product
b. production
c. selling
d.marketing
Answer: (d) Difficulty: (1) Page: 13
83. The _____ concept holds that firms must strive to deliver value to customers in a
way that maintains or improves both the consumer‘s and society‘s well being.
a. marketing concept
b. selling concept
c. product concept
d. societal-marketing concept
Answer: (d) Difficulty: (1) Page: 14
84. The _____ of a Taco Bell customer exceeds $12,000.
a. market share
b. CRM
c. customer lifetime value
d. share of stomach
Answer: (c) Difficulty: (2) Page: 23
85. Marketers everywhere are using the Internet for the following reasons,
except which one?
a. to build closer relationships with customers and marketing partners
b. to access new market spaces
c. to attract new customers
d. all of the above
Answer: (d) Difficulty (1) Page: 27
True/False
86. As a company, https://www.360docs.net/doc/6115196477.html, has perfected the art of online selling without
much regard for what the market wants.
Answer: (False) Difficulty: (2) Page 4
87. That most https://www.360docs.net/doc/6115196477.html, regulars feel a surprisingly strong and personal
relationship with the company based on customer value is far from true.
Answer: (False) D ifficulty: (2) Page 5
88. Selling is managing profitable customer relationships.
Answer: (False) Difficulty: (2) Page: 5
89. Product, price, place and promotion make up the elements of a firm‘s
marketing mix.
Answer: (True) Difficulty: (1) Page: 15
90. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction .(通过承诺更高的价值来吸引新的顾客，通过提供顾客满意来维持和发展现有顾客)
Answer: (True) Difficulty: (3) Page: 6
91. The marketing process begins, continues, and ends with profits.
Answer: (False) Difficulty: (1) Page: 7
92. Human needs are shaped by culture and individual personality.
Answer: (False) Difficulty: (2) Page: 7
93. When backed by buying power, wants become demands.
Answer: (True) Difficulty: (2) Page: 7
94. When backed by buying power, needs become demands.
Answer: (False) Difficulty: (2) Page: 7
95. Marketing offers are limited to physical products.
Answer: (False) D ifficulty: (2) Page: 7
96. Marketing offers include products, services, information, or experiences offered
to a market to satisfy a need or want.（为满足某种需要和欲望而提供给市场的产品、服务、信息、体验）
Answer: (True) Difficulty: (2) Page: 7
97. When sellers focus on existing needs and lose sight of underlying customer wants,
they suffer from marketing myopia.（应该是只重视现有欲望而忽视潜在顾客需要）
Answer: (False) Difficulty: (3) Page: 8
98. Satisfied customers often switch to competitors and disparage（诋毁）the
product to others.
Answer: (False) Difficulty: (2) Page: 8
99. Marketers consistently deliver superior value to foster（培育） strong economic and social customer relationships.
Answer: (True) Difficulty: (2) Page: 10
100. An exchange is the core concept of marketing, whereas a transaction is marketing‘s unit of measurement（交易是营销的度量单位）.
Answer: (True) Difficulty: (2) Page: 8
101. Marketers of products, services and ideas only practice（参与）marketing, whereas buyers do not.
Answer: (False) Difficulty: (2) Page: 11
102. A company‘s success or failure at building profitable customer relationships depends not only on its own actions but also how well the entire system serves the needs of final consumers.
Answer: (True) Difficulty: (2) Page: 11
103. Who is our target market and what‘s our value proposition are two important questions underlying marketing strategy.
Answer: (True) Difficulty: (2) Page: 11
104. Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization only.
Answer: (False) Difficulty: (3) Page: 11
105. Demarketing is a marketing philosophy focused upon product differentiation and positioning.
Answer: (False) Difficulty: (2) Page: 12